The Effect Of Green Corporate Social Responsibility, Green Innovation, And Price Perception On Purchase Decisions

I Putu Widnyana; Putu Ayu Sita Laksmi; Ketut Winda Pratiwi

doi:10.38142/jebd.v4i4.456

The Effect Of Green Corporate Social Responsibility, Green Innovation, And Price Perception On Purchase Decisions

Authors

I Putu Widnyana Universitas Warmadewa,Indonesia
Putu Ayu Sita Laksmi Universitas Warmadewa, Indonesia
Ketut Winda Pratiwi Universitas Warmadewa, Indonesia

DOI:

https://doi.org/10.38142/jebd.v4i4.456

Keywords:

Green Corporate Social Responsibility, Green Innovation

Abstract

Purpose:
This study examines the effects of Green Corporate Social Responsibility (CSR), green innovation, and price perception on consumers’ purchase decisions at Fore Coffee Renon in Denpasar. The study was motivated by the outlet’s inconsistent achievement of its sales targets in 2024.
Methodology:
Using a quantitative research design, the study surveyed 100 consumers selected through purposive sampling. Primary data were obtained through questionnaires and analysed using multiple linear regression, supported by validity, reliability, classical assumption, F-test, and t-test procedures. The results indicate that Green CSR, green innovation, and price perception exert positive and significant effects on purchase decisions, both simultaneously and individually.
Findings:
Green innovation was found to have the strongest influence. The findings suggest that a stronger commitment to sustainability, meaningful environmentally oriented innovation.
Implication:
fair price perceptions can improve consumer responses to Fore Coffee products.

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